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Cultura patrimonio gamificacao comunicacao share

  1. 1. COMMUNICATION Culture + Patrimony + Gamification Alberto Signoretti
  2. 2. First of All… A little game ❏  Playing a memory game… ❏  There are several signs hidden in the slides… ❏  Colors, shapes, words… ❏  A lot of things… ❏  Find the hidden signals during the presentation… ❏  What means: PAY ATTENTION!! Don’t be the “suricato”!!! ❏  When you see the chart “It’s time to play”… ❏  Use your smartphone or computer and go to the game page… ❏  Play the game… ❏  The best score with the short time wins the PRIZE!!! ❏  Let’s try a gamification for this presentation
  3. 3. First of All… A little game ❏  Let’s try a gamification for this presentation Wellcome to a “Culture & Gamification” journey
  4. 4. First of All… A bunch of “tricky” WORDS Culture Patrimony Gamification Communication Novas Tecnologias da Comunicação Design
  5. 5. First of All… A bunch of “tricky” WORDS ❏  Cultura e Patrimônio › Paco’s code: 47059 ❏ Cultura e identidade enquanto problemas epistemológico, hermenêutico e comunicacional dos Estudos Culturais ❏ Cultura, Patrimônio e Indústrias Culturais e Criativas ❏ Cultura, Patrimônio, Lazer/Ócio e TIC ❏  Everything is connected… is the theory and methodology of text interpretation, especially the interpretation of biblical texts, wisdom literature, and philosophical texts is a term first used by the Scottish philosopher James Frederick Ferrier to describe the branch of philosophy concerned with the nature and scope of knowledge. is the study of the general and fundamental nature of reality, existence, knowledge, values, reason, mind, and language
  6. 6. First of All… A bunch of “tricky” WORDS Culture Patrimony Gamification Communication “That complex whole which includes knowledge, belief, art, morals, law, custom and any other capabilities and habits acquired by man as a member of society” - E.B. Tylor “Objects possessing continuing cultural, traditional, or historical importance to the heritage of a group, particularly those considered inalienable by the group as of the time the objects had been separated from the group or from the historical setting of the objects.” – Your Dictionary Later… “… is the purposeful activity of information exchange between two or more participants in order to convey or receive the intended meanings through a shared system of signs and semiotic rules”
  7. 7. First of All… “Tricky” Expressions Play is a condition of the generation of culture! Games is a form of Cultural Expression and Art! Play is different of Gaming! • Homo Ludens - Johan Huizinga • Video games are a legitimate form of cultural expression… right? – Gamasutra • Video games as an art form - Wikipedia • Game vs. Play – Discursive Learning • Playing and Gaming Reflections and Classifications - Gamestudies
  8. 8. First of All… Perception ❏  What is the human perception? ❏  The process or state of being aware of something ❏  Insight or knowledge gained by thinking ❏  The capacity for such insight or knowledge ❏  … ❏  Why we see things different? ❏  Why girls always know when the boys lie? ❏  Why girls see salmon and the boys see beige? ❏  … ❏  What the “tricky” words have to do with perception? ❏  Everything!!!
  9. 9. First of All… Perception ❏  Pareidolia… ❏  We see what we want to see… ❏  Angry Birds ❏  Cars ❏  We hear what we want to hear… ❏  We understand what we want to understand… ❏  Everything is about perception…
  10. 10. First of All… Perception ❏  Semiotics… ❏  Semiótica da Comunicação › Paco’s code: 47235 ❏ Ter uma noção geral da semiótica da comunicação enquanto disciplina histórica e enquanto área de investigação transdisciplinar e contemporânea. ❏ Compreender em detalhe os conceitos teóricos fundamentais e os principais mecanismos inerentes aos processos sócio-culturais de comunicação e de significação. Ligar os tópicos sócio-semióticos à antropologia, a linguística, o marketing. ❏ Tomar contacto e interpretar criticamente autores e textos canônicos da semiótica. ❏ Analisar objetos e formas de comunicação específicos, identificando e aplicando os métodos semióticos mais adequados para cada situação. ❏  Everything is about perception…
  11. 11. First of All… Perception ❏ For whom we create things? ❏  For USERS!!! ❏ What really matters? ❏  The perception of the USER!!! ❏ What we can consider as a baseline? ❏  Give to others the same you want to receive!!!
  12. 12. Perception & Culture ❏  What WE are??
  13. 13. Gamification… First of All… ❏  We will talk about Gamification: ❏  Before the “Bullshit Era” ! Ian Bogost, 2011 ❏  After the “Bullshit Era” ! Janet H. Murray, 2013 Hope!
  14. 14. Gamification - Origins ❏  “Gamification” as a term originated in the digital media industry. ❏  The first documented use dates back to 2008 ❏  The term did not see widespread adoption before the second half of 2010 ❏  The same as: ❏  “productivity games” ❏  “surveillance entertainment” ❏  “funware” ❏  “playful design” ❏  “behavioral games” ❏  “game layer” ❏  “applied gaming” ❏  “exploitationware” (The “bullshit” definition)…
  15. 15. Gamification - Definitions ❏  “The adoption of game technology and game design methods outside of the games industry” ❏  “The process of using game thinking and game mechanics to solve problems and engage users” ❏  “Integrating game dynamics into your site, service, community, content or campaign, in order to drive participation” “Gamification” is the use of game design elements in non-game contexts
  16. 16. Gamification – What is not! ❏  A Product… It is a PROCESS! ❏  Only the use of badges, points or leaderboards… ❏  Everything is a game… ❏  The fix for a bad product… ❏  …
  17. 17. Why Games? ❏  There is something MAGICAL about games! ❏  They contain special POWER: ❏  Power to captivate us and draw us in, ❏  Power to encourage us to repeat things we've seemingly done before, ❏  Power to get us to spend money on things that seem not to exist, ❏  Power to get us to solve unnecessary complex problems repeatedly, ❏  Power to get us incredibly persistent, ❏  Power to get us ENGAGED, ❏  And so forth…. ❏  Pervasive games (augmented reality, geolocation, other sensors…) ❏  Wearable technologies
  18. 18. Why Games? By Jane McGonigal
  19. 19. Why Games? By Jane McGonigal
  20. 20. Why Games? We want these kind of REACTION!!! By Jane McGonigal
  21. 21. Gamification By Jane McGonigal
  22. 22. The Gamification’s Flow Persuasive & Behavior Design Engagement User’s Types Motivation Personality Types MBTI Traits FFM iHOBO BrainHex Bartle Conditioning FBM FLOW Choice Paradox P.E.R.M.A. DRIVE Habit 4 Key 2 Fun HOOK B. Economics Emotions EkmanOCC Fun Activity PSI – Dörner M.D.A. U.C.D.E. MDA: Mechanics, Dynamics & Aesthetics UCDE: User Centered Development & Evaluation Gamification Design
  23. 23. ❏  Fogg Behavior Model (FBM – Motivation, Ability & Trigger) – by B. J. Fogg ❏  Conditioning (Reinforcement) – by Skinner ❏  Flow: an optimal state of intrinsic motivation – by M. Csikszentmihalyi ❏  The paradox of choice (Less is more) – by Schawrz (tyranny of choice) The Engagement/Motivation Science
  24. 24. The Engagement/Motivation Science ❏  Fogg Behavior Model (FBM) – by B. J. Fogg Motivation, Ability, Trigger ❏  Conditioning – by Skinner Reinforcement ❏  Flow – An optimal state of intrinsic motivation – by M. Csikszentmihalyi An optimal state of intrinsic motivation ❏  The Paradox of Choice – by Schawrz Less is More, Tyranny of choice ❏  P.E.R.M.A. – Positive Phycology – by Martin Seligman Positive Emotions, Engagement/Flow, Relationships, Meaning, Accomplishment ❏  HOOK Model – by Nir Eyal Trigger, Action, Reward, Action ❏  DRIVE Model – by Daniel H. Pink Autonomy, Mastery, Purpose (Designing, Story, Symphony, Empathy, Play, Meaning) ❏  The Power of Habit – by Charles Duhigg Cue (Trigger), Routine, Reward ❏  4 Key for Fun – by Nicole Lazzaro Easy Fun (Novelty), Hard Fun (Challenge), People Fun (Friendship), Serious Fun(Meaning) ❏  Behavioral Economy ❏  Natural Fun Activity – Noah Falstein ❏  PSI Model – D. Dörner ❏  MDA – Mechanics, Dynamics & Aesthetics
  25. 25. MDA Framework Game Artifact is User Behavior Creates Built by Interaction Mechanics Dynamics Rise Aesthetic Experience Leads to Emotional / “Fun”Game Play / SystemRules First Level of Design Second Level of Design Designer Player Experience Driven Design Feature Driven Design Consumes Creates
  26. 26. The Engagement Science Engagement changes during a player’s lifecycle Amy Jo KIM
  27. 27. The Engagement Science Amy Jo KIM Positive Emotion Fun / Delight / Trust / Pride / Curious Newbie Onboarding (social) Call to Action Customize / Share / Help / Compete Player (re)Engagement Task / Mission / Game / Quiz / Gift Visible Progress Stats / Challenges / Awards / Messages
  28. 28. Design: Attention!
  29. 29. Killers Achievers Socializers Explorers Design: Players Type (MMO) ❏  Bartle’s mud Player Types – 1996 (Richard Bartle) ❏  Achievers are interested in doing things to the game, ie. in ACTING on the WORLD ❏  They are proud of their formal status in the game's built-in level hierarchy, and of how short a time they took to reach it ❏  Explorers are interested in having the game surprise them, ie. in INTERACTING with the WORLD ❏  They are proud of their knowledge of the game's finer points, especially if new players treat them as founts of all knowledge ❏  Socialisers are interested in INTERACTING with other PLAYERS ❏  They are proud of their friendships, their contacts and their influence ❏  Killers are interested in doing things to people, ie. in ACTING on other PLAYERS ❏  They are proud of their reputation and of their oft-practiced fighting skills
  30. 30. Design as a Game Designer Dynamics Mechanics Aesthetics Player Journey
  31. 31. LevelsPoints Leaderboards Badges Missions Mechanics Virtual Goods Fun Delight Envy Pride Aesthetics Surprise Satisfaction Trust Connection Curiosity Progressive Unlocks Appointments Dynamics Dynamic Systems Reward Schedules Pacing Design as a Game Designer Player Journey
  32. 32. Design for Fun and Learning ❏  3 Fs (Zichermann): Friends, Feedback & Fun ❏  Meaningful environment ❏  Learning is the drug. Fun arises out of mastery (Amy Jo KiM) ❏  FUN?… Back to PERCEPTION!!! ❏  Why fun matters: in search of emergent playful experiences by Sonia Fizek ❏  Rethinking Gamification
  33. 33. Desing for Fun and Learning ❏ The best rules… (by J. P. Rangaswami) ❏ Clear GOALS to increase engagement and creativity ❏ Ability matched to levels ❏ Feedback to increase concentration, Flow and the way to mastery ❏ People like BOND communicating and creating communities ❏ Trust ! Bond !Share
  34. 34. Examples – Behavior Change PleaseCycle
  35. 35. Examples – Behavior Change
  36. 36. T4A Project
  37. 37. Making a game: How complicate it could be? ❏  G1 Test & Interview ❏  Launch Cinematic ❏  Official Page ❏  Just for curiosity…
  38. 38. Communication… The basis of life ❏  If you have 14 minutes… Think about it… Martin Pistorius at TED august 2015
  39. 39. GAMIFICATION ❏  It’s time to PLAY! ❏  Use your smartphone or computer and go to the game page… ❏  URL: TRIP4ALL.AZUREWEBSITES.NET ❏  Wait to start… ❏  Play the game… ❏  Good luck… ❏  The best score with the short time wins the PRIZE!!!
  40. 40. Thanks! Contact: Email: alberto.signoretti@ua.pt Web: http://albertosignoretti.weebly.com/ GAMIFICATION